So to the judges out there - have you judged turn-ins that were very light on the heat (and perhaps no heat at all) and had another type of rub that you found interesting and distinct AND it scored well at your table?
I'll qualify this comment first by saying I've cooked on a comp team for years now, and even though I'm a certified judge, I do very little judging.
Having said that, when I am judging, if a product lands in front of me, I'm not judging it with an expectation of a certain heat level. If the meat can handle a fair amount of heat (like a pork rib), yet the taste still pops and the heat is balanced, then the taste score would reflect that. If another entry has virtually no heat at all, but still has excellent flavor, thats fine too. I'm not judging based upon a pre-requisite that a certain amount of heat must be present to score well.
We did a competition earlier this year that had a chicken wing category as an ancillary contest. The top 2 finishers in this event both turned in non-traditional flavor profiles on their wings. I didn't judge the event, but I was able to taste the entries from both the Top 2, as they were next to us. One of the guys did an asian teriyaki/fruit glaze of some type with very little heat, the other guy had a subtle, smokey flavor on his wings, but no real over the top heat. One of the 2 guys was a trained chef at a successful restaurant, while the other guy was more of a backyard, occassional comp guy. Both entries were excellent in terms of taste, IMO.
My team turned in a more traditional buffalo style wing, glazed with a blend that contained Frank's Red Hot sauce, so they weren't over the top, but definitely had a prominent heat flavor. The didn't finish in the top 5.
I think you'll find a prominent, memorable flavor profile scores well, with or without heat.